The heart of it

21 September, 2007

The Cognac category is commonly regarded by shoppers as "unapproachable and overpowering", according to Linda Sooprayen, brand manager for Rémy Martin. "While the industry as a whole is seeing

educated consumers looking to upgrade and purchase higher-quality drinks, few are actually considering

the Cognac category," she says.

In a move to reverse this trend, Rémy Martin is targeting its latest release - Coeur de Cognac - at younger consumers, and will omit all references to age and appellation from packaging. "Coeur de Cognac offers an ideal entry point

for non-Cognac drinkers who are looking for a premium product ," a spokesman says. It's described as having a "uniquely smooth and fresh fruity taste", which is a dramatic departure from the

spicy, leathery notes of the category.

The drink is a blend of spirits from Rémy Martin's top vineyards in Petite Champagne and Grande Champagne and will hit shelves in early October (rrp Ł34.99 for a 70cl bottle).

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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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